Obsessed With Tech Stack? Your Customers Don’t Care


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Think of digital transformation and technology going mainstream and you won’t be able to stop yourself from reading all the nuances that are about to hit you.

Understandably, there’s a lot that businesses need to catch up with.

Just how much companies are willing to spend on technology such as artificial intelligence, Customer Data Platforms (CDP), Hybrid clouds, digital security, and machine learning is beyond the scope of this post.

But we are missing the point, aren’t we?

It’s easy for solo business owners, medium-sized businesses, and especially large companies to sit and discuss the right kind of “tech stack” for days on end.

Should we use iPaaS solutions for automation? What kind of technology do we need for operations management? How about the right set of tools for marketing automation?

With all the hype around new tech stacks, it can be hard to remember that your customers don’t care about how you are built.

Your customers only care about themselves.

Your customers care about how you help them.

The more time you spend focused on your customer’s needs, the less time they will have to focus on anything else (especially your competition).

The only thing your customers care about is if you solve their problems and do so better than your competition.

In this article, we’ll explore some of the reasons why your tech stack doesn’t matter to them and what does matter instead.

Tech Stack: Really? No one could care less

Your website built with PHP? Was your online course painstakingly done on Moodle? Are you using WordPress? Or did you go completely nerdy and create an entire web app by hand-coding Python, Rails, and JavaScript?

Did you just invest in a fancy, enterprise-level CRM software? Spending on artificial intelligence since it seems to have been democratized at scale by the time you read this?

Most of your customers won’t know. They don’t care.

All that they care about is the user experience on your platform, how they feel when they navigate your web app (or mobile app) and is your product solving their problem.

Spending your time, resources, and precious money on anything beyond this is called “vanity”.

Vanity doesn’t bring in profits. Period.

Technology is an enabler; treat it as such

The customer doesn’t care about your hardware, software, and deployment details. They just want to know that they can get their problem solved or will receive the service they are expecting on time (or sooner).

There’s a lot to benefit from at the intersection of business and technology. Businesses stand to gain from digital enablement, digital transformation, refined business processes, faster turnaround time, cheaper and more efficient production.

Bring in artificial intelligence, 3D printing, machine learning, and data sciences and you have even more going for your business.

Technology is an enabler. Technology helps you do business better, faster, cheaper.

Technology even helps you serve customers better.

But it doesn’t mean it’ll solve “all” of your problems.

Use Technology to grow your business, but the basics won’t go away

Get as fancy as you’d like to, but it doesn’t mean the basics will go away or that your problems will be automatically solved. Using a CRM system helps you stay organized with clients or customers, their past history, and even the last conversation they had with your teams.

Deploy smart lead generation forms on your website that can identify customer names or go deep with personalization. Bring in automation to speed up your processes or use marketing automation tools to spruce up your marketing.

The basics of trying to give customers what they really want, the need to really “care” for your customers, and the ability to respond quickly to market demands? Those perennial issues aren’t going to vanish, just like that.

How exactly are you going to use technology to grow your business? What new technology trends are you currently latching on to?


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